Stories
Radico Khaitan Elevates Indian Spirits with Provenance, Innovation, and Premiumisation
- •Radico Khaitan embarked on a premiumisation journey a decade ago, initially launching Rampur Indian Single Malt in Las Vegas to establish Indian whisky as a luxury product internationally.
- •The company emphasizes Indian provenance, using homegrown barley for Rampur and local botanicals for Jaisalmer Indian Craft Gin, to create authentic and distinctive products.
- •Experiential and influencer marketing are key strategies, focusing on communicating product authenticity, differences, and provenance rather than generic brand messages.
- •Radico Khaitan is expanding its premium portfolio beyond whisky to include products like Kohinoor rum, Sangam world malt, and Ankahi liqueur, experimenting with diverse spirits and maturation techniques.
- •India is becoming increasingly important in the premium spirits strategy, with consumers showing greater willingness to experiment, leading to products like Virasat being launched domestically first.
Key Questions Answered
Radico Khaitan began its premiumisation journey a decade ago by launching Rampur Indian Single Malt in Las Vegas. At the time, the company had to educate consumers about Indian whisky provenance and establish that India could produce spirits of global quality.
Provenance and authenticity are core to Radico Khaitan's brand development. For example, Jaisalmer Indian Craft Gin incorporates 11 botanicals with seven sourced from India, including vetiver, coriander, lemongrass, and Darjeeling tea leaves. Similarly, Rampur Asava single malt is aged in bourbon casks before being finished in Indian wine casks.
Younger consumers, particularly Gen Z, are consuming alcohol in smaller quantities but placing a greater emphasis on quality, diverse taste profiles, and unique experiences. This trend allows Radico Khaitan to continuously experiment with premium offerings across various categories, emphasizing Indian heritage and distinct product characteristics over conventional mass advertising.
